Microsoft CEO Steve Ballmer sees traditional media as a dying advertising medium and that digital content will be the cause of their demise within 10 years.
Speaking at the Cannes Lions International Advertising Festival, Ballmer said the global advertising economy is moving to the digital space and that traditional media that does not move to the opportunities will be left behind, the UK Guardian reported.
"There won't be [only traditional] newspapers, magazines and TV programmes. There won't be [only] personal, social communications offline and separate. In 10 years it will all be online. Static content won't cut it in the future," he added.
"For media businesses to successfully evolve they must provide the right combination of context and relevance to make a compelling online proposition for consumers, according to Ballmer," the online newspaper reported.